The right B2B lead generation tools are essential for helping boost not only your SEO, but also your business.
According to one study, it can take from three to six months to see return on investment (ROI) in SEO efforts, and those results are going to start slowly and build over time.
It’s important to remember that SEO can only do so much to bring in new traffic to your site.
Organizational Maturity
According to a study published in the Encyclopedia of E-Collaboration, “organizational maturity” is less about how long a business has been around and more about “the extent to which an organization has explicitly and consistently used practices or processes that are documented, managed, measured, controlled, and improved upon.”
It goes beyond that, though. It also takes into account a subjective analysis of the roles and responsibilities of the people within the organization.
Obviously consistency is key to any business success. B2B lead generation and SEO are no exceptions.
Go Deeper:
It’s important to make use of the available B2B lead generation tools if you really want to generate leads in the B2B environment. Toward that end, here are my personal favorites:
Pipedrive – CRM
Pipedrive is an easy way to turn email activity into real, solid leads. It’s especially great for startups and freelancers.
But even if your business is more mature, Pipedrive can be a real asset when it comes to making sure every opportunity is well cared for. It also is great when you’re going back through a period of time to find leads that can be rewarmed.
Pipedrive can even go further when added to https://wix.com Wix ; it’s my favorite B2B lead gen combo. When a business is operating with an aligned team, it can execute minimally-viable account-based marketing using the Wix platform.
LinkedIn – Business Focused Social Networking
It your business is strictly B2B, you’ll get the most bang for your buck by leveraging LinkedIn. By joining groups relevant to your industry and participating in them, you’ll be able to show expertise and authority in areas others can’t match. You can import your contact list from LinkedIn into your client management software (any of those mentioned here will do) and those contacts become potential clients.
Hubspot – Popular B2B Tool (with a robust network of certified providers)
Hubspot integrates into one platform so much of what Pipedrive + Wix can do. The only downside of Hubspot is that the renewal fees are based on subscribers. This is good news for B2B because marketing teams don’t have the noise of recruiting and customer support being added to your non-marketing contacts.
There are so many young, talented certified Hubspot marketers out there that it’s relatively easy to customize with their help, once you get past the yearly license expense.
Crazy Egg – User Experience
The most successful B2B sites have good user experience (UX) and are obsessively managed. Crazy Egg creates a heat map of your website, showing you how far down the page users go, where they stop, what they click on, and where you have wasted real estate on your page because no one is reading the information. You can see user interactions sliced and diced for you including clicks, scrolls, and demographic information.
You can even watch a video of user sessions, which is always informative. The more you use Crazy Egg, the more it becomes an obvious arrow in your marketing quiver.
The Hard Truth
No matter what B2B lead generation tools you use, especially in the consulting space, just having a nice website and a contact form aren’t going to generate enough leads for you to stay in business. Your site also needs to tell a story in an engaging way so site visitors want to know more. It has to have heart to it. It has to show clear direction of next steps. And it has to convert.
Big Picture Takeaway
Using B2B lead generation tools such as Hubspot, Pipedrive, Crazy Egg, and robust client management software, along with a solid, consistent marketing strategy is the best way to see return on your SEO/SEM budget earlier and more strongly.
Likely Impact
* Better organized to keep track of leads as they come in
* Email marketing efficiency
* Better user experience
* Faster return on investment for SEO/SEM
The Bottom Line
You’ve spent a lot of time, energy, and money on your website. But you can’t stop there. You have to pay attention to it, nurture it, and be consistent in how your site is running.
Only then, can these B2B lead generation tools help you take the best advantage of your expertise and your passion for what you do.
We’re here for your success. If you find all this too much for you to take on right now, our team can help with B2B marketing strategies to help you achieve your business goals and keep you ahead of the competition.